Approach
What we did
The solution was to create one campaign and one event around one book.
The campaign would create engagement in the build-up, at the central event itself, and afterwards as ‘long-tail’ following the event. It would combine elements of Adobe’s value proposition - customer experience - and be delivered via a mechanism that research proved was desirable to the target audience: reading.
Since customer experience is the thread that runs through all Adobe communications, ‘The Power of Customer Experience’ by Martin Newman was the book chosen for all ‘readers’ to engage with. A multichannel reading experience was created for Adobe’s executive audience that would build momentum towards a live Book Club event, hosted by BBC and Channel 4’s Steph McGovern, the book author, Martin Newman, and Adobe’s Director of Digital Strategy. Copies of the book were sent to attendees prior to this live event, and the ensuing discussion around the power of customer experience then positioned Adobe as confident leaders in this field
Given the time pressures the c-suite audience is under, multiple touch points were created that both broke down the book into ‘snackable’ parts and created “must know” lists to facilitate engagement.
“A good leader never stops learning. And, in many ways, that’s why we started the Experience Makers’ Virtual Book Club. A place where we could bring aspiring leaders, visionary thinkers and passionate writers together to discuss, explore and share ideas that will inspire new perspectives as well as let us evolve and develop our businesses.’
Lee Edwards
Former Vice President and General Manager - Strategic Initiatives EMEA, Adobe
Results
How it went
Experience Makers – Virtual Book Club was an exciting opportunity to attempt something new, by engaging existing customers and building new relationships, through our confidence to communicate our message using third-party content like a book.